Product Type: Market Research Report
Published by: Key Note Publications Ltd
Published: December 2007
Product Code: R310-1515Description Combined sponsorship of the arts and media is worth an estimated £390m in 2007 and the market is increasing: Key Note forecasts that the market will rise by 47.4% by 2012. However, this will still represent a tiny fraction of the total amount that businesses spend on marketing and corporate communications.
Media sponsorship mainly involves the sponsorship of popular programmes on television, although radio sponsorship is well established (but only for commercial channels, not the publicly funded BBC). Reality shows, soap operas and sitcoms have attracted `brought to you by' programme sponsors, such as Carphone Warehouse (mobile telephones) for The X Factor and Harveys (furnishing stores) for Coronation Street. Low-key sponsorships include the weather forecasts, sponsored on ITV by E.On, an energy group.
In value terms, arts sponsorship overtook media sponsorship in 2004, partly because the early 2000s experienced a quieter period following the Millennium boom and the investments of the Arts Lottery Fund in the 1990s. The sector should increase in size over the next 5 years (to 2012), a period that will include the run-up to the London 2012 Olympics (to include `Cultural Olympiad' events around the UK) and Liverpool's status as a European Capital of Culture in 2008. However, London is likely to maintain its dominance: the capital already accounts for almost 75% of all privately generated arts funding.
The UK Government encourages arts sponsorship through Arts & Business, a public forum and leading advocate for arts organisations, supported by Arts Council England. Through Ofcom, the broadcasting regulator, the Government also has a strong influence on the development of media sponsorship.
In the private sector, live entertainment, which is usually linked to sponsors, is becoming more professional and commercially successful owing to initiatives by operators such as Live Nation and AEG Worldwide. The latter has been operating the former Millennium Dome (now title-sponsored as The O2, by the mobile telecommunications company) with great success.
Table of Contents - Executive Summary
- 1. Market Definition
- REPORT COVERAGE
- MARKET SECTORS
- MARKET TRENDS
- Fairly Steady Art Sponsorship Market
- Media Sponsorship Overtaking the Arts
- Changing Sources of Sponsorship
- Olympics Will Boost London's Regional Share
- More Professionalism in Commercial Entertainment
- ECONOMIC TRENDS
- Population
- Table 1: UK Resident Population Estimates by Sex (000), Mid-Years 2002-2006
- Gross Domestic Product
- Table 2: UK Gross Domestic Product at Current and Annual Chain-Linked Prices (£m), 2002-2006
- Inflation
- Table 3: UK Rate of Inflation (%), 2002-2006
- Unemployment
- Table 4: Actual Number of Unemployed Persons in the UK (million), 2002-2006
- MARKET POSITION
- The UK
- Overseas
- 2. Market Size
- THE TOTAL MARKET
- Table 5: The Estimated Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2003-2007
- Figure 1: The Estimated Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2003-2007
- BY MARKET SECTOR
- Arts Sponsorship
- Table 6: Total Private Investment in the Arts by Type (£m and %), 2004/2005 and 2005/2006
- Figure 2: Total Private Investment in the Arts by Type (%), 2005/2006
- Table 7: Business Sponsorship of the Arts by Type of Funding (£m and %), 2004/2005 and 2005/2006
- Figure 3: Business Sponsorship of the Arts by Type of Funding (%), 2005/2006
- Media Sponsorship
- Table 8: The Estimated UK Market for Broadcast Media Sponsorship by Type by Value (£m), 2003-2007
- Figure 4: The Estimated UK Market for Broadcast Media Sponsorship by Type by Value (£m), 2003-2007
- 3. Industry Background
- INTRODUCTION
- Recent History
- NUMBER OF COMPANIES AND EMPLOYMENT
- REGIONAL VARIATIONS IN THE MARKETPLACE
- HOW ROBUST IS THE MARKET?
- LEGISLATION
- Arts Sponsorship
- Media Sponsorship
- KEY TRADE ASSOCIATIONS
- Arts & Business
- European Sponsorship Association
- 4. Competitor Analysis
- THE MARKETPLACE
- SPONSORED ORGANISATIONS
- Arts by Artform
- Table 9: Private Investment in the Arts by Artform by Value (%), 2004/2005 and 2005/2006
- Media Programmes
- REGIONAL STRUCTURE
- Table 10: Private Investment in the Arts by Region by Value (%), 2004/2005 and 2005/2006
- Figure 5: Private Investment in the Arts by Region by Value (%), 2005/2006
- BUSINESS SPONSORS BY TYPE
- Beck's/Institute of Contemporary Arts — Alcoholic Drinks/ Visual Arts
- Carphone Warehouse/The X Factor — Telecommunications/ Television Broadcasts
- E.On/ITV Weather — Energy/Television Broadcasts
- Harveys/Coronation Street — Furniture Retailer/ Television Broadcasts
- O2/The O2 — Telecommunications/Music Venue
- Prudential/Classic FM — Financial Services/Radio Broadcasts
- The Royal Bank of Scotland/Kelvingrove Museum — Financial Services/Museum and Art Gallery
- Shell/Science Museum — Energy/Museum
- Stella Artois/Film on Four — Alcoholic Drinks/Television Broadcasts
- Tennent's/T in the Park — Alcoholic Drinks/Music Festival
- Travelex/Royal Opera House — Business Services/Opera
- Unilever/Tate — Corporate and Consumer Brands/Art Galleries
- Other Examples
- OUTSIDE SUPPLIERS
- Television
- Radio
- Sponsorship Consultants
- MARKETING ACTIVITY
- Main Media Advertising Expenditure
- Table 11: Main Media Advertising Expenditure on Arts Events, Venues and Shows (£000), Year Ending June 2007
- 5. Strengths, Weaknesses, Opportunities and Threats
- STRENGTHS
- WEAKNESSES
- OPPORTUNITIES
- THREATS
- 6. Buying Behaviour
- INTRODUCTION
- LEISURE INTERESTS
- Table 12: Popular Leisure Activities in Great Britain by Sex (% of respondents), 2006
- ATTENDING MUSICAL EVENTS
- Table 13: Attendance at Musical Events by Sex, Age, Social Grade, Family Income and Region (% of adults), 2007
- ATTENDING PERFORMANCES AND VISUAL ARTS
- Table 14: Attendance at Performances and Visual Arts by Sex, Age, Social Grade, Family Income and Region (% of adults), 2007
- 7. Current Issues
- 2006/2007 AWARD WINNERS
- DIGITISING SPONSORSHIPS
- THE O2
- CHANGES OF TELEVISION SPONSORSHIPS
- FIRST PINT FRIDAY
- ARTS & BUSINESS' TAX GUIDE
- 8. The Global Market
- OVERVIEW
- 9. Forecasts
- INTRODUCTION
- The Economy
- Population
- Table 15: Forecast UK Resident Population by Sex (000), Mid-Years 2007-2011
- Gross Domestic Product
- Table 16: Forecast UK Growth in Gross Domestic Product in Real Terms (%), 2007-2011
- Inflation
- Table 17: Forecast UK Rate of Inflation (%), 2007-2011
- Unemployment
- Table 18: Forecast Actual Number of Unemployed Persons in the UK (million), 2007-2011
- FORECASTS 2008 TO 2012
- Table 19: The Forecast Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2008-2012
- Figure 6: The Forecast Total UK Market for Arts and Media Sponsorship by Sector by Value (£m), 2008-2012
- MARKET GROWTH
- Figure 7: Estimated Growth in the Total UK Market for Arts and Media Sponsorship by Value (£m), 2003-2012
- FUTURE TRENDS
- Arts Sponsorship Trends
- Liverpool European Capital of Culture 2008
- Cultural Olympiad London 2012
- Media Sponsorship Trends
- CONCLUSIONS
- 10. Further Sources
- Associations
- Publications
- General Sources
- Government Sources
- Other Sources
- Bisnode Sources
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